Hot Topics: United States August 2016

Americans said goodbye to Summer 2016 by posting about what they love, what they lost and the issues they felt were most worthy of debate. It’s been a fitting close to a summer full of highs and lows.


Women on Instagram celebrated Women’s Equality Day, which marks the US Constitution’s 19th Amendment giving women the right to vote. Many reflected on how far women have come and how far they still have to go. Younger women on Instagram also celebrated World Breastfeeding Week, taking place across 120 countries to promote cultural acceptance of exclusive breastfeeding during the first six months of a child’s life.

Big wins
Passion for the UFC was on full display on Instagram, as younger men posted about Conor McGregor’s epic victory over Nate Diaz at UFC 202. And as the Rio Games drew to a close, men and women of all ages took to their feeds to revel in the successes of their favorite gold medal magnets: Michael Phelps and Usain Bolt.

Screen stealers
The box office and music chart hit “Suicide Squad”was high on younger men’s radar on Facebook. Meanwhile, lovers of spectacle took to Instagram to talk about the MTV Video Music Awards, which featured a highly praised re-creation of Beyonce’s visual album, “Lemonade.”

In commemoration
People of all ages on Facebook and older people on Instagram celebrated the life and death of American actor and comedian Gene Wilder. He was remembered for his roles in ground-breaking comedies, like “Willy Wonka and the Chocolate Factory,” “Young Frankenstein” and “Blazing Saddles.” Women on Facebook also mourned the loss of Juan Gabriel, the charismatic Mexican singer who smashed barriers in Latin American music.

Noise makers
49ers quarterback Colin Kaepernick captivated men on Instagram when he triggered an NFL movement by kneeling during the “Star Spangled Banner” in protest. Young men on Instagram were also in awe over Frank Ocean’s sudden release of his lauded album, “Blond.” And Wizard Entertainment, host of the comic convention Wizard World, was at the center of a “will they” or “won’t they” debate when news got out they would include a guns manufacturer (final answer: no, they wouldn’t).


What it means for marketers

Facebook and Instagram posts are a reflection of the things that matter most to people and offer opportunities for brands to create meaningful connections through people’s passions and shared causes. Marketers have the chance to form real relationships with audiences when they genuinely contribute to what people care and talk about.

Hot Topics: Canada July 2016

In July, Canadians took to Facebook and Instagram to celebrate the country’s biggest annual festivity: Canada Day. They also cheered on major sporting events and fixated on the latest mobile gaming craze.




Brand buzz

The Canadian release of “Pokémon Go” came with a widespread fascination with the gaming app, leading people to share their quest to catch ’em all on Facebook and Instagram.

July also hosted rumours around the upcoming release of the new Apple iPhone, as people on Facebook speculated on everything from its official name and camera to its home button, release date and more.



Canadian comedian Mike Ward dominated a big part of the Entertainment conversation on Facebook. The comedian, who was charged with a human rights violation over a joke he made about a handicapped performer, is crowdsourcing legal fees for his appeal.

People on Facebook also shared their reviews for one of the biggest summer blockbusters: the female-led “Ghostbusters” film.


Big wins

People on Instagram shared their photos from the Canadian Open in Oakville, Ontario, where Jhonattan Vegas took the top spot. People also showed support for Canadian tennis star Milos Raonic, who made it to the quarter finals in the Rogers Cup, hosted in Toronto.

Finally, Canadians joined the international conversation, sharing their excitement on Instagram for the Portugal National Football Team, the winners of this year’s Euro Cup soccer tournament.




What it means for marketers

Discover more insights about what mattered to people during the month of July in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: Australia July 2016

Australians travelled through both time and topics in July, reliving their pasts, looking forward to the future and debating the present on Facebook and Instagram.



Technology company Niantic gave Pokémon fans a blast from the past when after years of speculation and testing it released the app-based game “Pokémon Go” into test markets around the world. Young Australians jumped at the chance to enter the world of the popular anime cartoon, making it the highest-trending topic across both platforms. Even the series’ mythical creatures trended on Instagram, with both Squirtle and Eevee proving popular with young women.

Disney also took Australians back to their childhoods, as they discussed the film adaptation of Roald Dahl’s classic novel “The BFG” on Facebook. Women of all ages shared their opinion of Disney’s movie, while the re-release of “Ghostbusters” had young women on both platforms asking, “Who you gonna call?”

World leaders

Following June’s national election, Australians continued to stay up to date with politics on Facebook and Instagram. Discussion of polarizing political leader Pauline Hanson popped among men and women of all ages on both platforms, while morning TV host Sonia Kruger’s controversial on-air comments were debated on Facebook.


Religious holiday Eid al-Fitr featured prominently, with young women celebrating the end of the month-long fast of Ramadan.

Christmas in July was also a hot topic across both Facebook and Instagram, an opportunity for Australians to feast in a traditional Northern Hemisphere Christmas manner and celebrate with friends and family.

What it means for marketers

 July’s Hot Topics showcases Facebook’s and Instagram’s ability to drive and create an emotional connection. Whether by evoking nostalgia, rallying people around a cause they are passionate about or bringing them together to celebrate a joyous occasion, marketers who engage with their customers on Facebook and Instagram can achieve a deeper, more impactful connection with their audience.

Hot Topics: United Kingdom July 2016

Women led the majority of Facebook conversations in July, with current affairs and sport proving most interesting to older groups and Entertainment, brands and products dominating younger discussions.




World leaders

As the UK came to terms with the surprise Brexit decision, conversations amongst older Facebookers turned to the question of who would take over the leadership. Theresa May’s dominance of Facebook conversations foreshadowed her success, while her choice of Boris Johnson as Foreign Secretary provoked enthusiastic debate.

Meanwhile on Instagram, for a younger, female audience there was only one world leader worth discussing: Beyoncé.



There was a certain air of nostalgia in July, with the re-emergence and rebooting of a number of familiar pre-millennium entertainment properties. Roald Dahl fans eagerly awaited the movie version of “The BFG” and “Ghostbusters” fans debated the potential merits of its remake, while Pokémon fans discovered a new way to enjoy the game with augmented reality-based “Pokémon Go.”


Let the games begin

Sports fans had plenty to talk about, too, with the Wimbledon Tennis Championships and the Tour de France both taking place in July.




What it means for marketers

Discover more insights about what mattered to people during the month of July in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: United Kingdom June 2016

British conversations on Facebook and Instagram during June saw the return of familiar demographic splits, with younger men favouring sport and younger women showing more interest in Entertainment and celebrations. One subject, however, dominated the national discourse above all others: Brexit.



The biggest rivalry in generations played out between the Remain and Leave camps in the EU referendum. This occurred at both the national and individual level, as key figures on both sides jostled for supremacy, while an older, male-skewed audience continued the debate on Facebook.

Let the games begin

Meanwhile in France, a very different type of contest was kicking off: the UEFA European Championships. The disappointing performance from the English team preoccupied younger men, while younger-still males discussed the latest video game releases at the E3 Electronic Entertainment Expo.


Father’s Day was the biggest topic for many younger women across both Facebook and Instagram, along with discussions about Entertainment groups and figures, such as Coldplay and Jaden Smith. Celebrations of Ramadan also proved to be a popular talking point.


What it means for marketers

Discover more insights about what mattered to people during the month of June in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: Canada June 2016

Canadians on Facebook and Instagram spent the month of June sharing their excitement over the summer holidays, their thoughts on major political events and support for their favourite musicians.



Women on both platforms celebrated dads on Father’s Day with photos and kind words. Early Canada Day plans were also on their minds.

On Instagram, women shared their photos celebrating the Muslim holy month of Ramadan. Younger women also celebrated their achievements during the graduation season.

In the news

Gay Pride was a big topic of conversation for men and women on Facebook and Instagram, as Canadians showed their support for those affected by the tragic nightclub shooting in Orlando.

People also discussed the potential economic impact of Brexit—that is, the UK’s decision to exit the European Union.

Let the games begin

Men on Instagram were caught up in the excitement of the ongoing UEFA Euro Cup soccer tournament. On Facebook, Canadian men discussed the controversial deal that saw Montreal Canadiens defender P.K. Subban traded to the San Jose Sharks.

Hitting the right notes

Women on Instagram shared their photos of major concerts taking place across Canada, as City and Colour, Mumford & Sons, Florence and the Machine, the Dixie Chicks and others made tour stops around the country.

In commemoration

Canadian men on Facebook and Instagram paid their final respects to The Greatest, The Peoples’ Champion: Mohammed Ali.


What it means for marketers

Discover more insights about what mattered to people during the month of June in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: Australia May 2016

Glitz, glamour and jedis stole the show on Instagram and Facebook in May. Aussies wore their hearts on their feeds this month, honouring mothers everywhere and debating big political issues.



Mother’s Day was the highest-trending topic in May, as many Australians shared their love and posts across Facebook and Instagram.

Also in May, Sydney’s upcoming light festival had people flocking to Instagram in anticipation of the 2016 Vivid Festival. Men and women of all ages used Facebook and Instagram to mark International Star Wars Day, while women on Facebook swapped lightsabers for spotlights as the Eurovision Song Contest kicked off again, this time in Sweden.


The 2016 Met Gala in the US captured the attention of young women on Instagram, as celebrities strutted their stuff on the Red Carpet. Fashion icon Jaden Smith had women of all ages talking on Facebook after he teamed up with sister Willow to perform an impromptu dance-off.

Australia had its own gala, as performers from the small screen attended the TV Week Logie Awards. Musician and “The Voice” judge Delta Goodrem was crowned best dressed of the night and was the highest-trending attendee on Instagram.

World leaders

As Prime Minster Malcolm Turnbull announced an upcoming national election, Australians turned their attention to politics in May. People used Facebook to show their support for the Australian dairy industry around the price of supermarkets’ own brand milk, with Deputy Prime Minister Barnaby Joyce’s stance on the issue drawing attention from older men and women. Immigration Minister Peter Dutton sparked controversy with his remarks regarding migrants, causing morning TV presenter Karl Stefanovic to trend on Facebook after he used his show to denounce the Minister’s comments.

Big wins

Australians turned to Facebook in anticipation of the State of Origin clash between Queensland and New South Wales. On Instagram, Australian Formula One driver Daniel Riccardo received some home crowd support in the lead-up to his first poll position drive at the Monaco Grand Prix.

Other international sport drew the attention of Australians, as many tuned in to watch the NBA playoffs. Oklahoma City Thunder received the most mentions of any team on both Facebook and Instagram after their first round win over the Golden State Warriors. In the English Premier League, the Leicester City Football Club secured an underdog victory to become 2016 champions.


What it means for marketers

May’s Hot Topics highlight the unique opportunity brands have to connect with multiple audiences from many diverse demographics. From young female fashion fanatics to a more mature audience passionate about sport and politics, Facebook and Instagram connect brands to their ideal target audience on a platform designed for storytelling.

Hot Topics: Canada May 2016

For Canadians on Facebook and Instagram, May was marked by celebrating holidays, supporting favourite sports teams and performers and keeping up with current events.



Women in Canada celebrated moms on Mother’s Day, sharing photos and engaging in conversations on Facebook and Instagram. Canadian men on Instagram, however, were more interested in Star Wars Day on May 4.


Canadian men took to Facebook and Instagram to cheer on the nation’s only NBA basketball team, the Toronto Raptors. There was chatter around DeMar DeRozan’s exceptional performance for the Raptors, who beat the Miami Heat but succumbed to the Cleveland Cavaliers in the semi-finals.


Women on Instagram showed their love for popular female musical acts—Selena Gomez, Carrie Underwood and Beyoncé—each of whom passed through parts of Canada on their respective tours.

In commemoration

The tragic news of Gord Downie’s terminal cancer diagnosis was a major source of conversation for Canadians on Facebook and Instagram, with many offering an outpouring of support. The Tragically Hip front man also announced the band’s farewell tour, which sold out in moments.

All together

Canadians on Facebook came together to offer support for those in Fort McMurray, who are still battling an enormous wildfire that prompted an evacuation, even in neighbouring towns. We also saw people come together on Facebook to collect supplies and donations for the Red Cross and WestJet, which flew in supplies and flew out evacuees.


What it means for marketers

This month proved that people love sharing in good times, such as exciting sporting events, holiday celebrations and larger-than-life musical acts, while also leaning on one another for support in times of sadness. Brands can join the conversation by celebrating these happy events and sharing in the outpouring of support during the unfortunate ones.